Qazvin, recognized as a significant tourist destination in Iran, hosts numerous distinctive cultural and local events throughout the year, including the Hazelnut Festival, Sumaq Festival, Zarabad Festival, Samnopozan rituals, 50 Badr, Ta'ziyeh Khani, the women's mourning ceremonies at Agha Seyyed Jamal's Hussainiyeh, Alvand Tasht-e-Gazi ritual, and Mafi Ziaran ritual. Despite the presence of favorable conditions for attracting tourists to social events, the development of Qazvin has not adequately recognized the role of event tourism or its diverse contributions to local development. Given the growing significance of the event tourism market, visits to cities like Qazvin—which also offer cultural, health, and other tourism attractions—can represent a substantial proportion of tourist demand. Tourists who have positive experiences participating in social events in Qazvin are more likely to attend similar events in the future. In light of the competitive tourism landscape, planners, managers, and service providers in Qazvin should focus on social events and their components to achieve market success and a competitive advantage. Accordingly, this study seeks to examine the impact of social event components on the development of cultural tourism in Qazvin.

Methodology

This study is applied in purpose, employs a descriptive-analytical approach, and is quantitative in nature. Data were collected using documentary sources for the theoretical framework and a survey questionnaire for the field study. The study population comprised tourists visiting Qazvin. Owing to the absence of precise statistics on tourist arrivals, the Cochran formula for an infinite population was applied, resulting in a sample size of 384 participants. The study was conducted in the Ali Qapu or Dolati Street area (Sepah Street), encompassing the Qazvin Bazaar, Sabzeh Maidan, and Qazvin Jame Mosque, locations capable of accommodating a large number of tourists. Sampling was stratified equally across these areas, with simple random sampling employed within each stratum. Field data were collected using a structured questionnaire, and data were analyzed using Partial Least Squares (PLS) software.

Results and Discussion

The findings indicate that recreational events, a key component of social events, exert a significant influence on the development of cultural tourism, with a path coefficient of 0.276. The positive path coefficient suggests that recreational events contribute positively to cultural tourism development, providing a foundation for attracting both general and cultural tourists. Recreational events capture the attention of both residents and tourists, creating opportunities for local cultural tourism development, promoting business growth, and generating broader economic benefits for society.Business events were found to significantly influence the development and expansion of cultural tourism, with a path coefficient of 0.204. These events offer opportunities for trade, private enterprise, and relationship management, attracting numerous tourists and thereby facilitating cultural tourism development.Sports events were found to positively influence cultural tourism development, with a path coefficient of 0.228. They can attract tourists during off-peak seasons and enhance the destination’s image and recognition among potential visitors. Cultural events exhibited the strongest effect on cultural tourism development, with a path coefficient of 0.359, confirming the research hypothesis. They contribute to improving quality of life by strengthening the local economy, creating employment opportunities, enhancing destination development, and providing cultural and educational experiences for residents. Furthermore, cultural events and festivals attract local, national, and international tourists, while promoting awareness of attractions and supporting infrastructure development.

Conclusion

Several factors underscore the importance of examining the influence of social events on the development of cultural tourism. The event industry—including festivals, conferences, exhibitions, and other gatherings—is experiencing rapid growth and plays a pivotal role in advancing cultural tourism. Globally, event tourism is recognized as one of the fastest-growing sectors within the tourism industry. Even small-scale tourism events can shape both cognitive and emotional perceptions of a destination’s brand, enhance its reputation, and attract visitors from outside the region. This study investigates the influence of social events on cultural tourism development. The findings indicate that cultural, recreational, sports, and business events significantly contribute to the development and expansion of cultural tourism. The coefficient of determination for the studied social events was 0.337, suggesting a moderate influence of the independent variables on cultural tourism development. The results further suggest that social events—including cultural, sports, recreational, and business activities—serve as effective means to attract cultural tourists. Consequently, governments can leverage social events as part of a strategic approach to tourism marketing and the promotion of cultural tourism.on for the studied social events was 0.337, suggesting a moderate influence of the independent variables on cultural tourism development. The results further suggest that social events—including cultural, sports, recreational, and business activities—serve as effective means to attract cultural tourists. Consequently, governments can leverage social events as part of a strategic approach to tourism marketing and the promotion of cultural tourism.